Spotify has been named the #1 place to work for years running. The challenge? With millions wanting to join, lifeatspotify.com needed to do more than attract. It needed to self-select candidates who resonated deeply with Spotify's purpose and values. As Lead Copywriter across the entire careers experience, I crafted messaging that showcased Spotify's unique culture while setting clear expectations about what it takes to thrive there. The result was a careers site that didn't just inform. It inspired the right people and filtered out the rest. The work won two Webby Award for Website & Mobile Sites, proving that employer brand copy can be just as compelling as consumer-facing creative when you treat it with the same craft and strategic thinking. Since launch, the site has seen an increase in both traffic and, the HR team tells me, quality of applicants.